Boutique Law Firms, Small Law Firms

Beyond Biglaw: Meet The Team

By giving up a little of our own spotlight, we can do our part to make sure that our firms remain on stage for a long run, according to columnist Gaston Kroub.

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Beyond BiglawLaw firms of all sizes strive to build deeper relationships with their clients. To do so, firms like to tout their results, or their responsiveness, or the fact that the firm is working for other sophisticated clients. One of the things I have learned at a small firm, however, is how important it is for clients to meet the team. Because the more the client has a chance to develop personal relationships with multiple points of contact at a firm, the more likely it becomes that the firm will develop a stronger relationship with the client. This is especially true in a small or young firm, whose market reputation is still developing, in contrast to larger or more established firms that can retain clients simply on the strength of their brand names.

This realization came to mind when I found myself listening to the “Bachelor Party” podcast hosted by Juliet Litman, managing editor at Bill Simmons’ new media venture, The Ringer. As is my wont, I was listening to a podcast while working out, and ended up streaming “Bachelor Party” since I had gotten current with my usual staples, “Men In Blazers” and the “Bill Simmons Podcast.” As someone who does not watch The Bachelor, it was amusing to me that I was able to enjoy a podcast about a television show I do not watch (and frankly think is exploitative). At the same time, I understand the appeal of the show, and can’t argue with its longevity and success. But what was striking to me is that I was willing to expand my relationship with The Ringer (and by extension Bill Simmons), simply because I was given the opportunity to do so by Simmons’s decision to showcase his team.

As a new venture, a media outlet like The Ringer can afford to take some chances. By putting unknown personalities on podcasts addressing a variety of sports and pop culture topics, it is able to increase engagement with its audience — in a way it could not have if it simply served as a star vehicle for the already popular Simmons podcast. What The Ringer’s strategy demonstrates is that by showcasing everyone on the team, a service provider (and The Ringer is in the business of serving consumers) can help expand its relationship with customers. Is it a risky move to try and make the relationship with customers about more than just their relationship with the star? Sure, but it is also a risk worth taking — because if it is pulled off successfully, there is a good chance for the business to avoid the pitfalls and short-lived nature of many star-driven enterprises.

While showing off the team may be a good idea, it is also important for firms to consider how best to do so. As an initial matter, firms should not make the effort unless there is some demonstrable benefit to the client. For example, if your firm does mostly one type of legal work for a client, showing off your partners in another practice area can come off as a crass attempt to cross-sell (unless, of course, the client asks whether your firm has that expertise, or you otherwise suspect that the client has developed a specific need for that expertise). Likewise, it is important to avoid projecting to the client that the relationship lawyer somehow intends to back away from handling the client’s work. Many clients say that the bedrock of their relationship with a firm is their trust in an individual lawyer at that firm. So avoid giving the impression that you are teeing up a bait and switch.

Another factor that requires careful attention is whether or not your firm’s lawyers will make a good impression on the client. I am assuming that everyone at the firm deserves to be there, and can independently make a good impression. If your firm is populated with lawyers who don’t present well, your firm likely has bigger problems to address than trying to make client relationships stickier. But even if everyone on your team is personable, and has the ability to add value to the client, it is important to keep in mind that sometimes clients have sensitivities that are best not provoked. Let’s say you are representing a large company that just lost a big case against an individual inventor. It might not be a good idea to introduce a new partner at your firm whose reputation was made representing individual inventors against large companies. The introduction can wait until you are representing that same client against an individual inventor, and can offer your partner as an expert in the psychology of such plaintiffs — thereby having information of possible benefit to your client during settlement talks, for example.

In my experience, lawyers like to showcase themselves at every opportunity. That is human nature, and true of lawyers at firms of all sizes. Law is a very competitive business, and seizing opportunities to distinguish yourself can make all the difference in one’s career. At the same time, there can be substantial benefits to showcasing your team. If you are at a mega-firm, that might mean allowing an associate you work closely with to co-present a CLE you are giving (internal marketing!) to another practice group. At a smaller firm, it might mean bringing a colleague to an initial meeting with a new client, or introducing your colleagues to a new client at the first opportunity. By giving up a little of our own spotlight, we can do our part to make sure that our firms remain on stage for a long run.

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Gaston Kroub lives in Brooklyn and is a founding partner of Kroub, Silbersher & Kolmykov PLLC, an intellectual property litigation boutique. The firm’s practice focuses on intellectual property litigation and related counseling, with a strong focus on patent matters. You can reach him at gkroub@kskiplaw.com or follow him on Twitter: @gkroub.

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